Create Social Media Consistency

Social Media ConsistencyMultiple Messages Mean Multiple Mistakes

Pamela Reilly, Naturopath

Agenda

1. Introduction

2. Getting Started

3. Maintaining the Course

4. Avoiding Disaster

5. Specific Tools

INTRODUCTION

What’s the Potential?• Current social media statistics:

– Social Media has exceeded porn as the #1 activity on the web

– 75% of homes with an internet connection use one or more social media networks on a daily basis

• Social media allows real-time contact with customers and potential customers– Beauty is that they perpetuate

your efforts

GETTING STARTED

Plan for Success!• Don’t dive into the pool just because everyone

else is• Don’t hand social media activities to the first

person who brings it up• Have a social media plan!

– Goals– Objectives– Communication Plan– Strategy

Nitty Gritty Details• Don’t extend yourself too thinly• Carefully craft profiles and then modify

frequently• Experimentation is ok, but do it strategically• Monitor and learn from your competitors• Add a Social Media Policy page to your

website• Important to build trust

Building Trust

The GOALS ModelThe GOALS Model:• Goals: Identify what you want to accomplish• Objectives: Specify how you will accomplish it• Audience: Identify whom you are addressing• Lineup: Identify who will participate and why• Strategy: Create a plan for managing

ongoing efforts

Establishing Goals• Identify why your organization is engaging in

social media• Possible goals:

– Increasing brand awareness– Improving customer service– Building customer relationships– Driving users to blog and website– Increasing sales

Creating Objectives• Identify how you will accomplish your goals• Create objectives that have measurable

outcomes• Re-evaluate objectives frequently

Putting it into Practice

Goal Objective

Increase brand awareness1. Post 3 times per day on Twitter2. Post 2 times per day on Facebook3. Post 1 blog post per week

Improve customer service1. Respond to complaints posted on

social media during business hours within 3 hours

Increase seminar registrations 1. See a 10% increase in seminar registrations within six months

Amazing Twitter strategy document: http://bit.ly/brS32r

Identifying Audience• Don’t make assumptions about your

audience– Use existing web and email analytics

• Consider secondary audiences• Choose the appropriate social media network

for your audience and communication style

Usage by Age

Data courtesy of QuantCast

Usage by Education

Data courtesy of QuantCast

Usage by Income

Data courtesy of QuantCast

Creating a Lineup 1• Don’t pawn it off on the intern• Determine what your communication style will

be:– Purely professional and marketing-based– Customer-service focused– Personal and chatty– Combination

• Decide how far to extend the social media team

Creating a Lineup 2• Choose content posters based on your

communication style and content calendar• Add social media activities to job descriptions• Specify posting guidelines for company and

personal accounts• Be honest about who is posting• Set timeline on daily posting

limits

Develop a Strategy• Create a strategy to meet your goals and

objectives• Document it and allow to evolve• Include:

– Topics of communication– Methods for increasing exposure– Tactics for increasing interaction– Social Media tools to use– Social Media calendar– Metrics and analytics

Strategic Points• Schedule content• Create a definite plan for acquiring or

creating new content• Determine metrics and measures

– Watch for “soft” gains in knowledge• Frequently re-evaluate goals and objectives• Create an ongoing lessons learned log • Keep your interactions social

MAINTAINING THE COURSE

Forward Ho!• Make sure social media activities remain a

priority• Keep social media calendar updated• Re-evaluate goals and objectives frequently• Social media messages may need to change

as your company grows• It’s not all about the numbers

AVOIDING DISASTER

Plan for the Best• Don’t exaggerate potential for disaster• Have a “disaster recovery plan” in place

– Identify a first responder– Identify an escalation process– Identify a withdrawal point

• When responding:– Respond quickly– Make it personal– Take it offline

Examples

Maintaining Consistency• Monitor social media activities of all

contributors• Set up searches to track comments made

about your brand • Quickly take action when needed• Set schedule to modify social media plan

SPECIFIC TOOLS

Facebook• Known to have the largest user base of any

social media application• Create a Business Page pertinent to your

organization• Keep content unique / Limit cross posting• Post at least once per day

Twitter• Create searches to watch for communication

shared about your company or topics of interest

• Post 2-3 times per day• Closely monitor retweets and responses and

respond quickly

Linked In• New Company pages (in beta) allow

companies to create profiles• User base is highly educated• User base wealthier than average

Other• Integrate, integrate, integrate!• Use management tools. Most allow

management of multiple sites, analytics, etc.• A few to consider:

– HootSuite: http://hootsuite.com– Ping.fm: http://ping.fm– ObjectiveMarketer:

http://www.objectivemarketer.com/

Pamela’s Contact Information• Feel free to contact Pamela via:

– Email: [email protected]– Twitter: @RawHealer

@PamelaReilly1@IndyAllergyFree

– Facebook: GoodWorksWellnessPamela Reilly

– http://www.goodworkswellness.com– Seminar attendees receive $10

off an initial consultation